OUTLINE OF MARKETING PROJECT

FIELD - CONSUMER SERVICE

BRAND :- MC DONALDS AND BURGER KING IN UAE

HOW WE ARE WORKING

•Overview of McDonald’s

• Marketing Mix

• BCG Matrix

• SWOT Analysis

• STP Process

LIMITED INFO ABOUT BURGER KING

• Competitor’s Analysis

• Survey on Customer satisfaction level

Questionnaire

Recommendations

STRATEGY

To make food fast Low cost International expansion

FUNCTIONS

1. Planning- new meal survey2. Leading- help employees3. Organizing- hamburger university4. Controlling- to think about people’s needs

3 steps of planning

Mission statement- new meal 4 kids Formulate a strategy- happy meal with a toy

Implement the strategy- toys were related to movies and characters

DECISION MAKING

Recognize the need for a decision- happy meals were unpopular Generate alternatives- end, change the toy or continue Evaluate options- more popular or high cost Choose an option- relate with movie Implement options- “star trek” Learn from feedback- mighty kids meal

SOCIAL RESPONSIBILITY

Think about the health Care about the balance of work Follow the rules Value honesty

BCG Matrix

o A method of evaluating businesses relative to the growth rate of their

market and the organization’s share of the market.

o The matrix classifies the types of businesses that a diversified

organization can engage as:

Dogs have small market shares and no growth prospects.

Cash cows have large shares of mature markets.

Question marks have small market shares in quickly growing markets.

Stars have large shares of rapidly growing markets.

SEGMENTATION AND TARGETING The customers of Mcdonalds have been segmented on the basis of four

categories, based on the product attributes that fulfill needs like fast food, ambience, status symbol, hygiene.

Targeting:

• Mc Donald's target market is every segment of the demography!The segments of the demography are; family life-cycles, gender, age, Nationality, Income, Generation, Race etc.

• Main target customers are children: Happy meal toys

• Adults: focuses on the cheap and quick nature of the food

• Business customer base: convenient to have a quick lunch in a busy schedule

PRODUCT LIFE CYCLE

Customer Satisfaction Survey

1. Did you ever visit Mc Donald’s? Yes No

2. How many times a month do you visit McDonald’s on average? 0 1-2 3-5 6-10 More than 10

3. How many times a month do you visit other fast food restaurants on average? (Such as burger king etc.)

0 1-2 3-5 6-10 More than 10

4. Since when are you visiting McDonald’s?

Less than 1 year 2-5 years 5-10 years 10-15 years More than 15 years

5. Thinking about your most recent visit to McDonald’s to what level of satisfaction do you rank that visit.

Very poor Poor Average Above average Superior

6. What factors do you consider important when visiting McDonald?

Not important

Somewhat important

Neutral Important Very important

Price Food qualityPromotion / DiscountService Hygiene Convenience Product

7. Please rate your level of agreement with the following statements:

Agree Disagree Will visit Mc Donald’s again in the near futureBelieves Mc D deserves customer’s loyaltyLoyalty over the past years has grown stronger Promotional activities attracts more customers Mc D provides good value for moneyI would recommend Mc D to others

8. How long are you willing to travel Mc D restaurant? (one way) Less than 5 min 6-10 minutes 11-20 min 21-40 min More than 40 min

9. How much money do you spend at Mc D on average?(per person) Less than 15 15-30 30-50 More than 50

10. How did you get to know about Mc Donald’s? TV Radio Newspaper/Magazine Family/friends

Name:

Age:

Occupation:

GROUP 4 SECTION A

ROHIT MALIK

VIRUSHODHAN JHAWAR

SAHIL SAINI

SHAMBHAV TAYAL

NITISH KHANDELWAL